The Influence of Price, Brand, and Store on Turkish Women's Purchase Intention in Cosmetics Market

Basit Öğe Kaydı
dc.contributor.authorAlazma, Rim
dc.contributor.authorÇora, Hakan
dc.contributor.authorAydın, Samet
dc.date.accessioned2024-07-12T22:04:12Z
dc.date.available2024-07-12T22:04:12Z
dc.date.issued2020en_US
dc.description.abstractThe cosmetics industry is one of the fastest growing industries both in developed and developing countries. Consumers, especially the youngsters, tend to follow the fashion trend by buying premium foreign products designed by reputable and/or famous brands. Although many scholars have discussed on the effect of brand equity on repurchase intention of women consumers, the studies related to Turkish consumersare limited. Besides, consumers perceptions related to brands not only come from the company, product or the communication they are exposured to but also the store image and the service supplied by the store staff also reflect the promises and the values of the brand. In addition, price is a major factor for customer considerations. Therefore, the purpose of this study was to evaluate the effects of brand awareness, brand loyalty, perceived quality, store image, service quality and price premium on the purchase intention of women consumers in cosmetic industry. In order to test the hypotheses developed, the data were collected thorough an online survey. Convenience sampling method was chosen in order to reach the targeted audience, that is Turkish women consumers (n=303). The research hypotheses were tested by using Partial Least Squares Structural Equation Modelling (PLS-SEM). As a result of the study brand awareness, store image, service quality and price premium were found to have direct effects on purchase intention but brand loyalty and perceived quality did not have a significant effect. Considering the propable moderating effect of price premium, a second model was developed and tested with the same method but none of the developed hypotheses were supported.en_US
dc.identifier.endpage1898en_US
dc.identifier.issn2667-5625
dc.identifier.issue4en_US
dc.identifier.startpage1879en_US
dc.identifier.trdizinid421793en_US
dc.identifier.urihttps://search.trdizin.gov.tr/yayin/detay/421793
dc.identifier.urihttps://hdl.handle.net/20.500.12415/9590
dc.identifier.volume15en_US
dc.indekslendigikaynakTR-Dizin
dc.language.isoenen_US
dc.relation.ispartofTurkish Studies - Economics, Finance, Politicsen_US
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKY04885
dc.titleThe Influence of Price, Brand, and Store on Turkish Women's Purchase Intention in Cosmetics Marketen_US
dc.typeArticle
dspace.entity.typePublication

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